Women's Empowerment in Business
The San Rafael Chamber of Commerce, in collaboration with the Women of Industry Committee, welcomes you to the Women's Empowerment Blog featuring written content by bold women in the community.
Our goal is to inform, empower and Inspire professional women with content and create a community to exchange ideas.
Do you have an inspiring story to share? Please submit to Leslie Piper at firstname.lastname@example.org.
Strengthening Your Business's Organic Content Marketing Pillars
In the ever-evolving landscape of digital marketing, the strength of your business's organic marketing pillars holds the key to effectively communicating with your audience. The pillars - Frictionless Website Design, Valuable Social Content, Cohesive Email Marketing, and Captivating Video Content - form the foundation upon which your business's marketing efforts stand.
What is Organic Content Marketing, and why is it important?
Organic content marketing refers to any content that a business creates for the digital world without paying for it, such as social media content, blog posts, and videos. In contrast, paid marketing involves purchasing ads or sponsored content. Organic marketing is crucial because the content will remain online and continue to serve the business in the long term. Additionally, it builds loyalty with customers, leading to more qualified leads and conversions.
You can use these digital pillars to evaluate the functionality, aesthetics, consistency, and value of your content to your target audience.
1. Frictionless Website Design
Your website is your digital home base. The goal is to provide your users with a seamless experience on your site, where you have the most control over your brand and where most people decide to make purchases.
Regularly assessing site functionality on desktop and mobile ensures a seamless user experience. Aim to get your users anywhere on your site, three clicks or less for ease of use.
The appeal of your website extends beyond selling; it should guide visitors through a meaningful customer journey, providing value to them every step of the way.
Lastly, is your website aesthetically pleasing? Are there competing visual elements, or is there a clear visual hierarchy? Although this is subjective, we know bad design when we see it because it is overwhelming, we often have little patience for it, and ultimately all credibility goes out the window.
2. Valuable Social Content
Do you prioritize your audience's needs when developing your social media content strategy? Providing value through answering frequently asked questions, offering resources, and solving problems can establish a meaningful connection with your audience.
Generally speaking, it is a good rule of thumb to post 2-3 times per week on most platforms; beyond that, it is more important to be consistent. Do less if it means you can be more consistent; this not only makes the social algorithms happy, but it will help keep you in front of your audience.
Tracking meaningful metrics helps identify successful content, allowing you to refine your approach. A complicated social data strategy isn't always necessary; doubling down on successful content styles and types is effective. Don't focus too much on metrics at first. It's more important to consistently create valuable content before stressing about followers or engagement.
3. Cohesive Email Marketing
Ensure your emails provide genuine value to your subscribers. Crafting content that excites and resonates with them is vital. The goal is to cultivate a sense of anticipation when your email appears in their inbox. Consistently delivering value can increase trust and loyalty, leading to higher conversion rates.
Email is still a powerful marketing tool and often allows businesses to communicate effectively with their true fans. Your emails should be aesthetically pleasing, easy to read, and aligned with the rest of your brand identity.
Gain and retain email subscribers by letting them get to know your brand first (not hitting them with a pop-up as they enter your website) and offering continuous value rather than discounts and calls to action without a good reason to buy in.
4. Captivating Video Content
Videos have become a cornerstone of modern marketing. High-quality content that aligns with your audience's interests and preferences is crucial. Ensure you understand the video's purpose and target audience before production; this will help direct the content, style, and platforms the video will live.
Leveraging the power of metrics to analyze video performance can guide you in perfecting your video content strategy. Video production still has a high investment of resources, so make sure you are producing content your audience wants to see by asking for feedback, tracking metrics, and listening.
Reviewing your organic marketing pillars can reveal strengths to celebrate and areas for growth. Identifying and addressing weaknesses empowers you to refine your strategy and achieve even greater success. Remember, the strength of your organic marketing efforts reflects your commitment to understanding and fulfilling your audience's needs and showing up consistently.
CEO and Creative Lead
Black Lamb Media, LLC.
Want to feel better in 2023?
One of my mentors in business said if health isn’t one of your top priorities, it’s time to make it one. Because what can you do without your health?
The first step is to give yourself credit for what you already do that’s good for your health.
And here are five steps to accelerate your health and well-being:
- **Eliminate what’s irritating you. That might be as simple as cleaning out your refrigerator. Or it could be a nagging business project. Other mentors have said to break it into little pieces and do what’s most difficult first. But maybe it’s a relationship that you can’t eliminate. If that’s the case, I have found the Serenity Prayer a helpful guide. “Give me the strength to change the things I can, to accept the things I cannot change, and the wisdom to know the difference. “
- Nourish yourself. That’s not only by eating simple, healthy foods but also in other ways. Listen to music you like. Seek friendship. Notice what feels good in your body, mind, and heart and absorb it into all your cells. Practicing virtue energy, like kindness and gentleness, is also nourishing.
- Get comfortable in your body. That might mean a significant overhaul in your fitness program or simply accepting where you are now. One good technique is to notice a part of you that feels good or even just OK. Keep your focus trained on that part until goodness spreads throughout all of you.
- Use your natural resources. For instance, you’ve heard the expression, “when you smile, the whole world smiles with you.” It’s also true that when you smile, your muscles relax, your digestion improves, and happy hormones are released that strengthen your immune system to fight off nasty bugs.
- Love yourself, as well as others. This is especially important if you have a strong inner critic. Give yourself credit every day for all that you accomplish, even if it’s just resting.
May all your good dreams come true!
Dr. Linda Berry
Chiropractic, Nutrition, and Trauma Healing
Getting into the Reverse Mortgage Business
Getting into the Reverse Mortgage Business
For the past 15 years, I’ve worked exclusively in the Reverse Mortgage business. I began my career 37 years ago in Financial Services and prior to my current position at Mutual of Omaha, I was at Wells Fargo, as a branch manager supporting specific clients with special financial needs.
While working at Wells Fargo, I would often refer senior clients to my colleagues in the Reverse Mortgage department. The same clients would come back to me later and thank me for introducing them to Reverse Mortgage products. I became more and more passionate about the business when I realized how perfect this product was for seniors who were close to retirement or already retired and looking for more spending power by eliminating their monthly mortgage. Wells Fargo executive management noticed my approach and offered me a position in the Reverse Mortgage department.
The skills that have helped me be successful in the reverse mortgage business are extensive financial knowledge and learning how to manage client accounts. In addition, listening to each client to find the best solution for their individual needs is key. My goal is to provide peace of mind to my aging clients so they can enjoy their golden years without financial worry.
Written by: Homa Rassouli, Reverse Mortgage Specialist at Mutual of Omaha
Career Advice That Works
Have you ever had a friend or colleague ask if you would speak with a student or a young adult thinking about a career in your field? I get this request a few times a year, and I always try to connect with young people interested in a career in commercial real estate. A lot of the guidance I share with others is based on my own experiences, and being successful is different for everyone. Here’s my success story.
Over 20 years ago, I started my career in real estate, working for a large property management firm in San Francisco. The company was male-dominated, with only one woman on the executive staff. Most of the other females were receptionists, admins, and assistant property managers. My manager, however, was a Senior Property Manager, and she was one of the few at a high level. I learned a lot from her as she opened my eyes to what it takes to be a strong woman in business. This established my foundation in commercial real estate, which leads to some thoughts that have helped me succeed in the business.
When I first got my real estate license, I worried that people wouldn’t take me seriously because I had no sales experience. However, after a few years, I realized it wasn’t just about sales experience. I was great at listening to my clients and understanding their needs. Also, I was honest, and I had no trouble telling potential clients what I didn’t know. Instead of trying to fake my way through a conversation, I would let them know I’d get the answers and follow up within 12 - 24 hours.
My motto from day one has always been to be true to myself. Sometimes this means holding to your ideals, even if it hurts your bottom line. I fired a client for giving me long hugs before each meeting. I gently informed him I was uncomfortable with the hugs, but he continued. When I told him that we could not work together anymore, he refused to pay my full commission. Yes, that ticked me off, but I felt empowered because I took care of myself. These days, I focus on business relationships and opportunities that are more meaningful and set boundaries right away.
Lastly, I’ve established an incredible network, which has helped me grow personally and professionally. The key to success in any field is to make sure you have an excellent business support group. I’ve built my network by volunteering, joining chambers and networking groups, and finding a few solid businesspeople to refer clients to. In turn, they have referred clients to me. These days, over half of the referrals I receive are professional women looking for a commercial space to purchase or lease.
The bottom line is: Honesty, listening, and being true to yourself will help you succeed in any business.
Written By: Lynsey Kayser
The Work-Life Puzzle: If there is no balance and there are way too many compartmentalizations, what is there? Life!
Boost your Energy with Good Nutrition and Feel your Best!
Empowering Women in a Job Search